Gucci’s “Unconventional Beauty” project
The new model of Gucci Beauty loves reading, dancing and acting. He has a extroverted personality and is always smiling. Not an obvious feature for a model .
Never a long face or a bored grimace on the face of this eighteen year old with green eyes and brown hair.
I’m talking about Ellie Goldestein , the model affected by down syndrome chosen by Alessandro Michele for the new Gucci campaign Beauty.
The shots portray the purity of Ellie’s porcelain face with Gucci Beauty’s new L’Obscur mascara, which emphasizes even more the sweetness of her gaze. Bare lips look and combed eyebrows as seasonal trends want.
It is not the first time that the Italian fashion house chooses to include in its marketing campaigns particular subjects that, thanks to the authenticity and intrinsic beauty that they manage to convey, are considered “beautiful”, regardless of the current aesthetic standards.
“I designed L’Obscur mascara for an authentic person who uses makeup to tell his story of freedom, in his own way” Alessandro Michele.
Ellie is a Performing Arts student originally from Essex and has already participated in world campaigns for Nike and Vodafone.
The young model is part of the talent agency Zebedee : “specialized in models with disabilities or alternative beauty”.
Zebedee Agency is a unique agency of its kind: it promotes the inclusiveness through the new canons of beauty . Beauty without if and without but.
The talent and the beauty don’t care how many legs you have or what syndrome you were born with. The goal is to redefine the perception of beauty, disability and diversity.
The same choice of Ellie Goldstein as the face of the new Gucci mascara is part of a larger project: “Unconventional Beauty” .
Launched on Instagram on the occasion of the Photo Vogue Festival in November 2019 with the aim of promoting unconventional and inclusive beauty.
In addition to Ellie curvy models or with an imperfect smile, they have been chosen as symbol of “different” beauty : unique and authentic, far from stereotypes and prejudices.
It’s time to change the canons of beauty they have always taught us. We need to be able to teach new generations that nothing is as beautiful as what is different from us.
Ellie’s experience and the “Unconventional Beauty” project is a way of reaffirming the importance of loving yourself , accepting yourself, believing in yourself as you are, without worrying about masking defects or hiding imperfections and , above all, without letting these imperfections, or a disability, represent an obstacle between us and our desires.
The marketing we love.
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